Logo or Brand?
A logo is not the brand. A brand involves much more than just a logo. Things like people, products and product qualities, company beliefs and actions and work ethics are equally important.
A logo is the face of a company, which in most cases gets evaluated as soon as it goes live. But in reality “it is an empty vessel, awaiting the meaning that will be poured into it by history and expectations.” (Michael Beirut, Pentagram)
It’s up to us designers to create the right ‘shape’ for this.
My logos, no matter if word marks, pictorial logos, abstract iconography or logo systems, are mostly simple and minimalistic. Simplicity makes it easier to recognise the logo and makes it more enduring. Updating such a logo after some years often only requires little tweaks.
I like my logos to be adaptable. Elements from the logo may be taken out and used in collaterals, logo shapes may be adapted, filled with different content in different environments while staying recognisable.
And last but not least my logos work from tiny sizes (think ball pen) to large sizes (think aeroplane).
My logo design process is pretty straightforward
After your approval comes the field research and lots and lots of scribbling (yes, on paper, with a pencil!).